This was the question a student of Entrepreneurship at Ryerson just posed to me (yes, they teach it now). He’s involved in a fairly new venture and have been doing a number of marketing efforts, but finding they’re no
t as effective as they should be and recognizing a lack of consistency in look and language from one item to the next. But, they haven’t really identified and built their brand character yet.
‘So where do I start’ he asks. I said besides hiring us to develop a concise brand positioning + character, then creating logos, taglines and a few initial pieces around which we can write guidelines….
Start by looking at what’s working now and what isn’t.
You can start by looking literally at metrics – ex: this email got much more response than the other version. However, I also recommend asking members or the target audience to review different pieces and share which item’s design and language resonates most with them and why.
The why is important so you can start to identify specific characteristics. Maybe the graphics are really impactful, the headlines are compelling, etc.
Then, ask them to tell you the opposite – which they were least attracted to and why. Perhaps the colours remind them of something negative and the copy is too long-winded and technical.
Use this as a checklist.
Review all your pieces with a checklist of these basic characteristics and note opportunities to make changes more towards the well-received characteristics and recognize use of the disliked ones. It may be simple changes to copy, or adding small elements like ‘we always have a watermark of the logo icon in the background.’ These things are the start of proper guidelines what you can write up and encourage or insist your own team follows. Good branding gets to the root of the values and culture of the company, so encourage all your people to become the company’s brand stewards.
How do you maintain brand character once you’ve defined it?
Of course, this was the next question. I showed him how we use our Rapport Marketing Map as a tool to help us do that for ourselves and our clients.
You plot out all your marketing tools around a central goal (your pre-sale action step), then imagine someone who’s not familiar with your company enters at any point, say they’ve been forwarded your newsletter. This probably has at least one link to your website. If they go from the newsletter to the website, what is the experience like, is it consistent? Is it the same kind of language? The same logo, colours and other brand elements? Where might they go from there? Maybe there’s brochures or sell sheets to download. Do they carry the brand character, the look and language?
When you look at your existing tools this way you will spot big and small things to change that can really strengthen that path, but also have a guideline or reminder when you add in something new.
Allow for brand evolution.
Companies are constantly evolving, and therefore so must your brand. Just keep it under control. Look at it regularly, you may need to make small changes, or one day a giant paradigm shift. However, use the Rapport Marketing Map to ensure you aren’t making changes on a whim, or because it fits the need of the day better.
Terri suggested in her post 
For some, getting rolling with social media, is mission critical. But for many, social media can undermine other marketing efforts that could be far more effective for the organization. For those selling to other businesses, this is particularly true. Clients are busy. Really really busy. Research we have done on behalf of our clients shows that, particularly at the executive level, people can’t even begin to keep up with their business email, let alone reading articles, going to webinars and conferences and doing the other things that are necessary to keep ahead of the curve in their given field.
Design presentations used to be made in person, art mounted on boards and accompanied by a detailed rationale. Concepts had reason and were sold to the client so that they understand the nuance and logic of a concept, beyond just liking it or not. What designers work on in the studio – which can be many different ideas – is the basis for what’s eventually presented, but should not be seen outside. The designer and/or creative director must review all ideas and choose the one that suits the clients needs best, then develop that version for the presentation. 
Clients don’t usually know much about why a design works or why it should be executed in a particular way, or how to avoid letting personal taste intrude on decisions. It easily leads to numerous rounds and a design with what they admire as their personal stamp, but which may well make the design not right for the company and its audience. They just don’t get the great results they could if left up to the experts.
Being a good designer takes more than knowing how to operate a computer. It takes talent, knowledge and skill. Experienced designers know what makes for good, effective business-building design! That’s why the designer has to sell the merits of creating the right fit for the future of the company not the individual. By telling the client what it takes, and presenting what the designer believes is the best option, taking client comments into consideration without letting personal ideas over-ride good design that fits the need, builds confidence and rapport between the client and the designer.
ortant to them?
ers.
Compare Apples to Apples
As a B2B firm, that calculation may shock you, even at 1 or 2%. This leads to my favourite method of calculating your marketing budget – look at what you spent the last year, or three – you may be surprised. No two companies are alike, so use your own history. This would include all graphic design and web development services, copywriting, printing, electronic and print ad space, sponsorships, internal time writing blogs and the like, pens with your logo on it, domain registration and hosting, mailing services like MailChimp or Constant Contact, etc, etc. – probably more than you realize.
Factor in what you want to add to the mix this year. Even forays into social media aren’t free, though they’re often touted as ‘free marketing’. You may not have to buy ad space but it takes man hours. What’s your strategy? Who would do it? Do you need outside help in executing or setting it up (like an editor or ghost writer for your blog). The ROI on this type of marketing is harder and slower to recognize as relationship building takes time.
Finally, build in a buffer for unexpected opportunities. Many clients decide to participate in a tradeshow or sponsor something and are surprised with an offer of ad space they need to now fill. Or, your professional association suggests you provide branded tchochkes for giveaways at a conference. Maybe you hire new people or plan to move and will need more stationery. If you set aside a little extra, it will give you the breathing room to do it well, which often means professionally.
business? When you achieve that kind of consistency it creates a continuity that, if not there, can be confusing.
or association and the copy focussed more on the other side of their business. They had program information in the website, but one would have to dig for it. If you landed on this page and weren’t even sure you were in the right place, would you search for it?
